MESSAGE AND CREATIVE DEVELOPMENT

While we will have language and messaging challenges that are unique to California and as we develop creative messaging we will seek to use concepts and materials from other state exchanges where appropriate. This will help us to develop materials in the most efficient way possible. Furthermore, we will collaborate with the Project Sponsors as well as other state agencies to find efficient ways to distribute materials through existing channels and outreach. We will also continue to use the national collaborative group that has been established to share best practices, to share our work, so that other state exchanges might benefit from our thinking and investments.

Initial Message Findings

Qualitative research generated positive feedback around the initial brand messages. Language that resonated with focus group respondents included:

• A place for one-stop shopping • The opportunity to access care • Straightforward, easy to use

• A place to go to understand what options you qualify for, how the plans compare and how to enroll in the right plan for you

• Committed to ensuring greater health of Californians

• References to self, families and communities as beneficiaries of insurance • The opportunity for greater health and security

Additionally, we have reviewed message testing of other state exchanges. We have outlined their initial work above, but it’s important to note that the Massachusetts state exchange, which is currently operating, while different from California, has 98% coverage of its adult population. Important lessons from Massachusetts included the following:

• Make communications about the consumer benefit of insurance

• People appreciated having the government validate quality – a “Good Housekeeping” seal of approval

• Putting a face on the uninsured is critical – finding ways to showcase real people whose life have been changed

In addition, the Centers for Medicare and Medicaid services found key benefits of the proposed exchanges included: all in one place; simplicity (comparing, shopping, purchasing); variety of coverage levels; financial assistance availability; unbiased counselors; and high level emotional benefits, including peace of mind and security.

As noted, like many other states, we are at the beginning of exploration into the brand

positioning and exact messaging and thus research will continue. Once that is complete, we will develop a creative brief, which will then guide the development of all the creative executions of the brand. From logo to tagline, from brochures to website, the creative brief will guide those charged with bringing the brand to life. As we are completing this additional research, we will closely explore key messages and themes that resonate with the general public, as well as with each targeted segment. Specific cultural communications will be linguistically and culturally reflective of our research into the various targeted communities. We will also keep in mind both English-language proficiency, as well as understanding of health care terminology.

In addition to creative materials, final messages lead to the development of tools including a message map, talk tracks, Q & As, etc. Those documents will make up a message tool box for message training that can make sure everyone associated with the marketplace and with its educational and outreach programs is “speaking from the same page” – that messages are clear and articulated by everyone and everything associated with the brand. The message tools that will be developed in this phase will set the stage for the entire rollout of the program.

At this point, we are recommending the development of the following creative materials based on the paid media plan discussed earlier. The media plan uses multiple channels, requiring multiple creative executions. Of course, further research and additional input from stakeholders or changes to the media plan change the mix or require additional materials and languages. Table 8 below reflects our initial thoughts on creative executions needed to support the paid media plan.

Table 8: Preliminary California Paid Media Execution Matrix

Project /Medium Message Purpose Languages

Television Benefits of Insurance Coverage English, Spanish, Asian Pacific Islander

Launch the Marketplace/Open

Enrollment English, Spanish, Asian Pacific Islander

Radio Launch the Marketplace/Open

Enrollment

• Men 18-34 – mostly single

• Women 18-49 - moms

• Adults 35-64 – mostly single

• Small Business

English, Spanish, Asian Pacific Islander

Out of Home Bulletins Open Enrollment

• General Market – some of the executions below could cross over

English

Out of Home 30 Sheet Posters Open Enrollment

• Latino

• African American

• Asian Pacific Islander

English Spanish

Asian Pacific Islander

Print Newspapers Open Enrollment

• General Market

• Foreign Language network – 13 different Medi-Cal threshold languages

• African American

• Lesbian, Gay, Bisexual and Transgender

English +threshold languages (Spanish, Vietnamese, Chinese, Korean, Tagalog, Russian, Armenian, Khmer, Arabic, Farsi, Hmong and Lao.

Print – Business Journals Benefits of Offering Coverage and Open Enrollment

• Small Business

English

Digital Online and Mobile (Search Engine Marketing SEM; video, behavioral, retargeting banners, contextual banners, rich, static)

Benefits of Coverage and Open Enrollment

• General Market

• Ethnic/Cultural

• Lesbian, Gay, Bisexual and Transgender

• Small Business

English, Spanish and other languages TBD

Direct Mail and Grassroots Media Benefits of Coverage and Open Enrollment

• General Market

• Multi Cultural

• Small Business

English, Spanish, other languages TBD